Home › Services › Measurement › Server-side Tracking
Server-side tracking & consent mode,
recover the conversions browsers lose.
Browsers, ad blockers and cookie banners now stop a share of your conversions from ever reaching Google Ads or GA4. Your ad platforms then optimize on part of the picture. I set up server-side tagging, consent mode v2 and enhanced conversions properly, so more of your real results are measured, within the consent your visitors give.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLD'S BIGGEST BRANDS
WHO I WORK WITH
Better signal for advertisers who rely on tracking.
If paid media is a big part of your growth, the quality of your conversion data shapes how well every campaign bids. This work protects it.
FOR SMEs
Consent and conversions done right
Consent mode v2 and enhanced conversions set up on your site, so Google Ads bids on more of your real results.
FOR ENTERPRISE
First-party data across markets
Server-side tagging, consent and conversion APIs rolled out across sites and markets, governed centrally.
WHAT I SET UP
Tracking built for a privacy-first web.
Every setup starts with an audit of what you're losing now, so you can see what the work recovers.
01
Server-side tagging
A server-side Google Tag Manager container set up on your own subdomain, so you control what data goes where.
02
Consent mode v2
Your cookie banner connected to Google's consent mode, so tags respect each visitor's choice and modeled conversions fill the gaps.
03
Enhanced conversions
Hashed first-party data, such as email, matched to Google Ads conversions to recover sales that cookies miss.
04
Conversion APIs
Server-to-server conversion feeds to Google Ads and paid social platforms, deduplicated against browser tags.
05
Data quality monitoring
Checks and alerts on key events and conversion volumes, so broken tracking is caught in days, not months.
06
Privacy & compliance
Data collection reviewed with your privacy policy and legal team, keeping only what you need and have consent for.
WHY A CONSULTANT
Tracking: a senior consultant vs a tracking agency
Tracking agencies often sell a container and a monthly fee. A consultant sets it up around your conversions and makes sure your bidding uses it. Here's how the two compare. Read the full comparison: consultant vs agency →
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
With a retained agency
Mixed account team
With a full-time senior hire
One senior salary
✓ With George Mortimer
Director-level, on demand
Speed to impact
With a retained agency
Slowed by layers & onboarding
With a full-time senior hire
Three to six month ramp-up
✓ With George Mortimer
Diagnostic within weeks
Primary focus
With a retained agency
Campaign delivery & output
With a full-time senior hire
One role's bandwidth
✓ With George Mortimer
Systems & operating model
Commercial model
With a retained agency
Long fixed retainers
With a full-time senior hire
Permanent headcount cost
✓ With George Mortimer
Scoped to the objective
What's left behind
With a retained agency
Ongoing dependency
With a full-time senior hire
Capability tied to one person
✓ With George Mortimer
Embedded systems & playbooks
✓ George Mortimer
Operator level
Director-level, on demand
Speed to impact
Diagnostic within weeks
Systems & operating model
Primary focus
Scoped to the objective
Commercial model
Embedded systems & playbooks
What's left behind
Retained agency
Operator level
Mixed account team
Speed to impact
Slowed by layers & onboarding
Campaign delivery & output
Primary focus
Long fixed retainers
Commercial model
Ongoing dependency
What's left behind
Full-time senior hire
Operator level
One senior salary
Speed to impact
Three to six month ramp-up
One role's bandwidth
Primary focus
Permanent headcount cost
Commercial model
Capability tied to one person
What's left behind
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
A GENUINE PARTNER
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
FREQUENTLY ASKED QUESTIONS
Server-side tracking and consent mode, answered
Server-side tracking sends events from your website to a server container you control, such as server-side Google Tag Manager, which then forwards them to analytics and ad platforms. Browser-side tracking sends them straight from the visitor's browser to each platform.
It reduces data lost to browser restrictions and ad blockers, gives you control over what data each platform receives, can improve site speed by moving tags off the page, and makes first-party data easier to use. It does not remove the need for consent.
Consent mode v2 is Google's framework for passing a visitor's consent choices to Google tags. It's required for advertisers who want to use personalized advertising features with users in the European Economic Area, and it lets Google model conversions from visitors who decline cookies.
Enhanced conversions are a Google Ads feature that matches hashed first-party data, such as an email address from a purchase or form, to signed-in Google accounts. That recovers conversions that cookies alone would miss and improves bidding.
Server-side tracking can be compliant, but it isn't automatically. You still need valid consent where the law requires it, and you must only send data you're allowed to. I set it up alongside your consent platform and your privacy and legal team.
There's a setup project, then hosting for the server container, which depends on your traffic. Hosting is usually a modest monthly cost compared with the ad spend it protects. I'll estimate both for your site on our first call.
It often helps, because Smart Bidding works better when it sees more of your real conversions. The size of the gain depends on how much data you're losing now, which is what the initial audit measures.
Not sure where to start?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com